CookBook Stories by stoneCIRCLE
A long-term content strategy and branded entertainment concept that repositioned stoneCIRCLE from fabricator to multi-disciplinary authority.
Quick Facts
Client: stoneCIRCLE
Objective: Elevate brand perception and generate measurable ROI from visual storytelling
Services: Content strategy, branded entertainment, digital presence optimisation, photography and film
Deliverables: Website redesign, ongoing content, chef collaboration films and editorials
The Brief
stoneCIRCLE’s work and heritage (founded in 1968) were not fully reflected in its online presence. The goal was to build a digital identity that showcased projects and positioned the brand as a trusted knowledge hub for architects, designers, and private clients.
The Meaning
The audience needed to feel:
This is mastery, not just manufacture.
stoneCIRCLE is a partner, not a supplier.
The brand has taste, innovation, and authority you can trust.
The Craft
A redesigned website built to present expertise clearly and credibly.
A consistent content flow: blog posts, social campaigns, and advert-ready assets.
A branded entertainment concept that crossed stone with culinary culture, using chefs cooking on stone surfaces to create lifestyle relevance.
Bayesian inference testing to move beyond opinion: we compared lifestyle storytelling performance with standard project posts and updated the strategy based on the evidence.
The Deliverables
Website redesign and content structure
Editorial photography library
Short films from the chef collaboration
Social-first assets and cutdowns
Supporting advert and campaign creatives
The Outcome
The chef series drove materially higher engagement than traditional posts, including 3x average social shares and a 45% lift in website session time.
Updated analysis indicated an 88% probability that lifestyle-driven storytelling delivers higher ROI than standard showcases for this brand.
Increased cross-industry recognition and new enquiries, while reducing reliance on traditional advertising.
the Cook Book StoriesTo bring the CookBook project to life, we collaborated with three remarkable figures from the culinary world.
Greg Emmerson, a MasterChef UK 2018 semi-finalist, draws on his French-Ukrainian heritage, global travels, and passion for contemporary cuisine to craft dishes that blend flavour with artistry.
Lorenzo Salami, an Italian chef trained in Michelin-starred kitchens and former Royal Sous-Chef to TRH The Prince of Wales and Duchess of Cornwall, brings elegance, precision, and an international flair to every plate.
Guiding audiences through the journey, Donna Thacker, founder of Seriously Good Food and former host of Marlow FM’s acclaimed food and drink show, provided the perfect voice and presence to present the recipes and the stories behind the chefs’ creations.
Together, their talent and passion infused CookBook with authenticity, sophistication, and irresistible culinary charm.
The Craftsmen Behind the CookBook Stories
on set
Greg Emmerson // chef
Lorenzo Salami // chef
Donna Thacker // presenter
… this narrative was brought to life by our team of Convoiteurs d’Émotion:
Geena Chohan // production manager
Tara Clark // food stylist
Marco Fazio // creative lead & visual strategist
Chris Lewis // director of photography
Ben Large // drone pilot
Wayne Maurice Smith // assistant camera
Charlie Relph // gaffer
Alice Ball // best boy
Michele Caruso // sound mixer
… a big thank you to all craftsmen at stoneCIRCLE and their directors, Jeff and Steve Vanhinsbergh, for their support and trust in our creative vision and marketing strategies
